{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Fintech Marketing Lab","title":"How to Build Authority When Your Product Lives Behind Someone Else’s Name | Gabrielle Bier, Content & Brand Marketing Lead, Parafin","html":"","width":"100%","height":180,"duration":2253,"description":"Araminta speaks with Gabrielle Bier, Content and Brand Marketing Lead at Parafin, on building a content strategy when the product is white-labeled and brand awareness is low despite Parafin reaching 20% of U.S. small businesses. Gabrielle explains focusing content on platform product leaders and executives by owning specific conversations like embedded capital and embedded lending, using proprietary SMB data and anonymized merchant stories to differentiate, and balancing technical posts with thought leadership. She shares her review process involving executives, sales, and compliance, and her SEO/AEO strategy. They also discuss distribution and evolving measurement from top-of-funnel to sales influence and attribution.\n\n\nKey topics include:\nHow to build awareness for a product that works behind the scenes\nWhy building content for AEO first over SEO\nHow to build a mini-committee with stakeholders outside marketing\nUseful links:\nFind Gabrielle Bier on LinkedIn: https://www.linkedin.com/in/gabriellebier/\n\nFind Araminta on LinkedIn: https://www.linkedin.com/in/aramintarobertson/ \n\nMint Studios website: https://www.mintcopywritingstudios.com/\n\nFor show notes and more information about guests, head to: https://www.mintcopywritingstudios.com/podcast\n\n\nThis episode was produced by Orama - thought leadership videos and podcasts: \nhttps://orama.tv/\n\n\n\nAbout Araminta Robertson:\nAraminta is the Founder and Managing Director at Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies.\n\nAbout Fintech Marketing Lab\n\nFintech Marketing Lab is a podcast hosted by Mint Studios, an agency that turns content into measurable pipeline for fintech and financial services companies. This podcast is where we experiment, explore and break down how fintech marketing actually works in practice. Each episode, our host, Araminta, talks with top fintech marketers about what they’re testing, what they’re learning, and how they’re pushing the...","thumbnail_url":"https://img.transistorcdn.com/RxTsGogqJoX15VsYrjZdN5NqurDLl-H2dcmuZVY5O3E/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9iODE4/NzIyYmM4OGU5NjNl/MmIyODM2OGI2NTg2/Njk3OS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}